56 Social Innovation

New media are continually offering new opportunities for identity programs. Many of these avenues present wonderful options for gaining customer mindshare and loyalty. Social media in particular is ripe with new places for innovation.

These tools—and the customers using them—are changing rapidly. As organizations venture into the social media landscape, they need to have a greater willingness to learn and experiment than they may have allowed with other media. Adopting the mantra of Web 2.0 software developers, “failing fast” is a good way to think about progress here. The winners on this new frontier will need to take some risks. At the same time, consider how other program materials interact with social media materials, and how traditional program elements work in these new environments.

Program designers and managers need to stay informed about these options, but also understand how they comprise only a part of the overall customer experience—and for now, only a segment of their customer audience. It’s a segment that’s growing rapidly, however, and likely to ultimately change the overall brand experience landscape.

1. Spout

2. Whirlpool Unleashing Innovation
People Design

New program opportunities mean having to plan for Facebook, Twitter, and whatever platform comes next. Online content is increasingly user-generated.